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Concept to Creation: Taking Your Customer Journeys from the Whiteboard to Journey Builder Thomas McCorkle Principal Success Specialist
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Meet the Customer
Cumulus is an online banking company seeking to optimize their Basic Checking onboarding campaign. • Current State: drip campaign to educate customers about
their new checking account • Goal: A personalized Journey that:
1. Educates customers of banking features 2. Gets customers to fund checking 3. Deliver a personalized experience 4. Identify upsell
Cumulus
Evolving your customer interactions – Future From drip campaign to a data driven Journey
New Account Created
What is Journey Builder?
Marketing Automation to plan, personalize & optimize customer journeys
• Ease of use drag & drop interface
• Map interaction to business goals
• Measure results in real time
• Optimize with random, engagement, customer data split testing
Powering your customer journeys
Considerations in Planning Your Journey
What are my customer touch points and splits?
What channels do I have available?
What data do I have to make informed decisions in my journey?
Powering your Customer Journey
Mapping out your interaction Evolving your customer interactions
Understand where your customers are on their Journey with your brand
• Do you know who your customers are?
• Where are they in their journey
• Are you engaging and moving them along in the journey
• Are you measuring the impact of each business goal
From campaign to a data driven Journey Evolving your customer interactions Future
New Account Created
Entry Decision Split 1
EngagmentSplit
Join
Case
Decision Split 2
Service